Relationship among Travel Motivation, Satisfaction and Revisit Intention of Skiers: A Case Study on the Tourists of Urumqi Silk Road Ski Resort

Xiaoshan He and Jian Ming Luo
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Xiaoshan He: Faculty of International Tourism and Management, City University of Macau, Avenida Padre Tomás Pereira Taipa, Macau, China
Jian Ming Luo: Faculty of International Tourism and Management, City University of Macau, Avenida Padre Tomás Pereira Taipa, Macau, China

Administrative Sciences, 2020, vol. 10, issue 3, 1-13

Abstract: With the approach of the Beijing Winter Olympics in 2022, the ski tourism market in mainland China is gradually heating up. As an important node city of the Silk Road Economic Belt, Urumqi is vigorously developing winter tourism to enhance its image as an urban tourism spot. In this study, visitors to the Urumqi Silk Road International Ski Resort during the winter were taken as the research object, and a quantitative study was carried out using a questionnaire survey. 278 questionnaires were recovered. A model of tourism motivation, satisfaction and revisit intention based on the push-pull factor was constructed, and the relationship among the three was verified by structural equation modelling. The research results can provide a theoretical basis and can reference suggestions for the development of ski tourism in destination cities and the strategic marketing of ski resorts.

Keywords: ski tourism; travel motivation; satisfaction; revisit intention (search for similar items in EconPapers)
JEL-codes: L M M0 M1 M10 M11 M12 M14 M15 M16 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (6)

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